case study
Increasing customer base and user retention through strategic design
Increasing customer base and user retention through strategic design
Pinemelon is a marketplace connecting 250+ local makers with a broader community of 5000+ families, redefining the traditional grocery model with a modern, locally focused approach. The platform prioritizes customer-centric experiences and supports local producers with tailored digital storefronts
Pinemelon is a marketplace connecting 250+ local makers with a broader community of 5000+ families, redefining the traditional grocery model with a modern, locally focused approach. The platform prioritizes customer-centric experiences and supports local producers with tailored digital storefronts
My role
As a Product Designer at Pinemelon, I led the design and launch of the ‘MelonClub’ membership program. My role involved conducting user research, collaborating with cross-functional teams, integrating user feedback, and implementing data-driven strategies to increase user retention and purchase frequency.
Problems
Problems
Pinemelon was facing challenges with customer retention and purchase frequency while maintaining the average basket value (ABV).
Pinemelon was facing challenges with customer retention and purchase frequency while maintaining the average basket value (ABV).
Reduced number of members (can't display exact numbers due to NDA)
Reduced number of members (can't display exact numbers due to NDA)
Reduced user retention (can't display exact numbers due to NDA)
Reduced user retention (can't display exact numbers due to NDA)
Reduced purchase frequency (can't display exact numbers due to NDA)
Reduced purchase frequency (can't display exact numbers due to NDA)
Process
Process
To address the problem, I started by conducting comprehensive user research to understand the pain points and motivations of current and potential members. Data from user behavior metrics and feedback informed the creation of user personas and journey maps, which were used to guide design decisions. I worked closely with developers to prototype and iterate on several design concepts, ensuring that they aligned with Pinemelon’s brand and business objectives
To address the problem, I started by conducting comprehensive user research to understand the pain points and motivations of current and potential members. Data from user behavior metrics and feedback informed the creation of user personas and journey maps, which were used to guide design decisions. I worked closely with developers to prototype and iterate on several design concepts, ensuring that they aligned with Pinemelon’s brand and business objectives
Data showed that users were often unaware of how to sign up for membership, and the benefits of being a member were unclear to most customers. This lack of clarity limited the platform’s ability to grow its user base and foster customer loyalty.
Data showed that users were often unaware of how to sign up for membership, and the benefits of being a member were unclear to most customers. This lack of clarity limited the platform’s ability to grow its user base and foster customer loyalty.
Secondary research: competitive analysis, CJM
Secondary research: competitive analysis, CJM
Primary research: surveys
Primary research: surveys
Fast testing and iteration
Fast testing and iteration
Solution
Solution
I designed and launched an enhanced version of the MelonClub membership program that included exclusive member benefits with a streamlined onboarding process. The design focused on easy navigation and emphasized community-driven value, catering to Pinemelon’s unique audience.
I designed and launched an enhanced version of the MelonClub membership program that included exclusive member benefits with a streamlined onboarding process. The design focused on easy navigation and emphasized community-driven value, catering to Pinemelon’s unique audience.
Insights and Learnings
Insights and Learnings
I created a page with all member deals for easy access, and here's what I found after one month of testing
I created a page with all member deals for easy access, and here's what I found after one month of testing
Member behavior saw a significant shift—while the add-to-cart rate from the general homepage decreased, the add-to-cart rate from the member page experienced an increase compared to the overall add-to-cart rate from the homepage
Member behavior saw a significant shift—while the add-to-cart rate from the general homepage decreased, the add-to-cart rate from the member page experienced an increase compared to the overall add-to-cart rate from the homepage
Although purchase frequency did not increase, it remained stable, indicating a positive outcome. The key takeaway: relying solely on a membership program is not sufficient to boost purchase frequency. We need more discovery and research to understand the frequency problem
Although purchase frequency did not increase, it remained stable, indicating a positive outcome. The key takeaway: relying solely on a membership program is not sufficient to boost purchase frequency. We need more discovery and research to understand the frequency problem